The fashion blogger Bryan Grey-Yambao, better known as Bryanboy, seems to be one of the big winners of blogging. He writes for magazines including GQ, Marie Claire and Vogue China. Marc Jacobs named a bag after him. Stefano Gabbana sends him e-hugs via Twitter. Sunglass Hut sponsored his recent trip to South Africa. He sails into elite fashion shows with aplomb.

So why is this 27-year-old blogger having an existential moment?

“Sometimes I wonder what the f@&$ am I doing at the shows,” he said over a green mango salad shortly after the Jason Wu show in New York on Friday. “It’s so commercialized.”